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Are Consumers Willing to Pay for Industrial Decarbonisation? Evidence from a Discrete Choice Experiment on Green Plastics

出版	SSRN, 2022
URL	http://books.google.com.hk/books?id=80LhzwEACAAJ&hl=&source=gbs_api

註釋Plastics is one of the hardest sectors to decarbonize but there are concerns over the willingness of consumers to pay higher prices to shift away from reliance on unabated fossil energy. We analyze heterogeneity in consumer preferences and willingness to pay for decarbonisation of plastics and other environmentally friendly attributes of plastic bottles. Our study employs stated preference data from a discrete choice experiment conducted using a representative sample of 3085 British consumers. We estimate different mixed logit models in preference and willingness to pay space and also examine the preference heterogeneity to infer consumers' sensitivity to price. We find that British consumers are willing to pay a £1.10 premium for a £1 plastic bottle if 100% of the CO 2 were to be captured during the production process. To a lesser extent, we also find differential willingness to pay depends on other characteristics such as the national origins of the materials and the type of certification employed.